Jolene Bakery Brings Its Signature Offerings to Central London
The beloved north London bakery Jolene, which has developed a cult following across the capital, is set to open its first central London location. This significant expansion marks a new chapter for the bakery, bringing its acclaimed pastries and coffee to the heart of the city's bustling Soho district.
Strategic Location in Fashion Hub
Jolene will launch on April 23, 2026, inside the flagship store of streetwear brand Aries at 13 Bridle Lane in Soho. The bakery takes over the space previously occupied by Hackney's Dark Arts, which operated the in-house coffee bar within the fashion retailer. This partnership represents a strategic move that combines culinary excellence with contemporary retail experience.
Comprehensive Daily Offerings
The new Soho location will operate seven days a week from 8:00 AM to 4:00 PM, providing consistent access to Jolene's celebrated menu. Morning patrons can enjoy specialty coffee alongside innovative pastries such as rhubarb, frangipane, and almond Danishes, as well as jalapeño and cream cheese buns.
For lunch, the bakery will serve sophisticated sandwiches including bacon and leek tortilla with aioli and rocket, braised fennel with goats cheese accompanied by pickled onions, dill, and orange dressing, and herbed egg mayo featuring leeks, capers, chives, and cornichons. Throughout the day, customers can indulge in Jolene's signature doughnuts, maintaining the bakery's reputation for quality across all dayparts.
Brand Expansion and Collaborations
Beyond its culinary offerings, Jolene will launch a range of collaboration clothing and merchandise with Aries, transforming the bakery from merely a food destination into a comprehensive lifestyle brand. This move reflects the growing trend of culinary establishments extending their influence beyond the kitchen into fashion and consumer products.
Established London Presence
Jolene has built a substantial reputation through its series of Instagram-famous bakeries and restaurants across north and east London, with locations in Newington Green, Redchurch Street, Colebrooke Row, and Hornsey Road. The culinary team behind Jolene also operates the highly regarded restaurants Westerns Laundry and Primeur, the latter of which was recently re-reviewed by Time Out more than a decade after its initial launch, demonstrating the enduring quality of their establishments.
The opening in Soho represents a strategic geographical expansion that brings Jolene's offerings to a new audience while maintaining the quality and innovation that has defined their success across London's competitive food scene.
